Search Engine Marketing (SEM, paid search) often gets the "expensive" tag because you're normally paying-per-click. Crap, that does sound expensive doesn't it! BUT, there really isn't such a thing as free marketing. Marketing either costs time, money or both. So if you want to promote your business, you're going to need budget any way you slice it. That being said, since marketing costs money, you should always track results and return on investment. All marketing channels work in slightly different ways, and have their own distinct advantages. PPC for one, is not as expensive as you might think. Here's why.